Every hot deal came from LinkedIn. The CRM said the channel was dead.

The problem

A pipeline review said LinkedIn replies didn't exist in the CRM. Only 2 open deals had ever shown a prospect signal. Nothing had responded in 30 days. On that read, LinkedIn was dead.

What we built

We didn't trust an empty result. We reran the analysis on the same data with two gap fills.

The integration was writing LinkedIn replies into note bodies, not into the activity object the API exposes. So an empty API read looked exactly like zero activity.

We also resolved the call disposition codes. The deals ranked third and fourth hottest turned out to be a no answer and a voicemail. Neither had ever had a prospect signal.

The first analysis got four things wrong. We kept it, next to the corrected one. Both are on record.

What it produced

• More than 40 LinkedIn replies across more than 30 deals, where the first review found zero.
• 100 percent of hot deals were LinkedIn deals on corrected attribution.
• Fewer than 1 in 10 deals ever built a two way email thread, and every meeting in the history came from that group.

That last one is the awkward part. LinkedIn was starting the conversations. None of the open LinkedIn deals had moved past the first stage. The channel wasn't dead. It just wasn't the channel that closed.

What runs now

The reporting reads the corrected signal definition. A reply counts wherever the integration puts it.

Your scenario

If a channel looks dead on your dashboard, check where the integration actually writes before you cut it. Send us the report that says it's dead and we'll tell you where we'd look first.

Related tools: HeyReach, Pipedrive, Close, Deal Attribution Audit

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Client names are always kept confidential at MMG, so they have been removed from this case study.

Published May 12, 2026

Last updated July 4, 2026